Hariwicaksana, Ida Bagus Anindya (2026) Analisis Strategi Cross-selling Dalam Meningkatkan Volume Penjualan PT. Toyota-Astra Motor Cabang Kota Surabaya. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This research is driven by PT Toyota-Astra Motor (PT TAM)'s dominance in automobile product sales. Toyota continuously beat its Indonesian competition between 2021 and 2025, keeping a high average market share of 32.6%. Toyota had the most sales in East Java Province, making up 33.2% of the market, while Surabaya had the largest average market share at 43%. PT TAM's commercial operations include car sales, vehicle repair and maintenance, and the selling of spare components and accessories. This research, conducted at the PT TAM Surabaya, will look into how the company executes cross-selling strategies—combining automotive products with supplementary offerings—that have helped PT TAM establish itself as a market leader in the automotive industry. The research applies a descriptive qualitative approach, conducting interviews and observations with informants chosen directly through purposive sampling. Based on the research findings, PT TAM adopts a cross-selling approach by providing a selection of Toyota Customization Option (TCO) accessory modification packages for various of its products. This cross-selling technique is implemented using four approaches combined: direct offerings, web advertising, second-channel offerings, and product displays at events. These methods allow PT TAM to establish long-term client relationships, which opens up potential for future repeat purchases. Toyota's new vehicle sales have grown steadily year after year under by using this strategy.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Ida Bagus Anindya Hariwicaksana | ||||||||
| Date Deposited: | 22 Jul 2026 09:03 | ||||||||
| Last Modified: | 23 Jul 2026 01:57 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/57568 |
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